Giving Tuesday: Creating a Successful 24-hour Non-Profit Fundraising Campaign

Kevin ToddWhy We Give

Giving Tuesday is a day of global giving that takes place on November 27, 2018. Giving Tuesday follows the Thanksgiving holiday and the ever-popular shopping season which begins with Black Friday and Cyber Monday. Giving Tuesday was started as a social media movement and is easily followed and tracked with the #givingtuesday hashtag.

With #givingtuesday quickly approaching your non-profit still has time to plan a profitable 24-hour fundraising campaign in search of support during this popular movement.

Try incorporating some of these tips into your 24-hour #givingtuesday campaign.

Come Up With a Plan

With #givingtuesday only a few weeks away you need to come up with a plan that will help you reach your fundraising goals while cutting through the noise of the holiday season. The sooner you can get started on a campaign plan for your fundraiser the better.

Be Upfront

It’s #givingtuesday, and it is also the time of year when people are feeling generous. Let people know that you are fundraising for one day in alignment with #givingtuesday. Don’t worry about being upfront with your fundraising efforts. It’s better to be forward about your one-day #givingtueday plan than it is to send discrete uninformative messages.

Brand Your Campaign

You may be utilizing the #givingtuesday hashtag to drive your fundraiser, but coming up with a brand name to help push your fundraising project further will create more brand recognition. Adding an additional hashtag to your social media posts when promoting your fundraiser along with #givingtuesday is a great idea.  For example, #MerchantMatch4Meals or #Books4Brooklyn. Be creative, and have fun!

Stick With It

When #givingtuesday rolls around, don’t let your social media posts go live and emails go out and then walk away thinking your job is complete. Your 24-hour campaign is only 24 hours long! You must stay on top of every minute that you have. You should plan on making phone calls, sending emails, and posting at various times on social media, and not just as your non-profit, but as various individuals throughout your non-profit; push your content through as many channels as you can.

Gather Reinforcements

To make your #givingtuesday effective, you will need help preparing your campaign and setting it in motion. There are numerous items that you can do to inform your donors that you will be holding a 24-hour day of giving. Make sure you utilize your team and delegate tasks as needed.

Promote your upcoming #givingtuesday at local events, send letters to your donor list, send emails before #givingtuesday, and schedule social media posts leading up to the day.

Report Your Success

As your #givingtuesday fundraiser is set in motion, keep your audience informed on social media through posted videos and pictures which will provide engagement. Make the event lively and interesting for your audience; let them know how successful your campaign is along the way.

Following these tips should give you a great start to any giving day for your non-profit whether you choose to participate in #givingtuesday or run another 24-hour giving campaign.

Merchant Match Charity provides a simple system for businesses in the community to give back. Merchant Match Charity allows businesses who process credit cards to direct their credit card processing fees to the non-profit of their choice.


By:  Kristina Sandine, content writer, designer